Christopher BarrettExperiential creative agency Smyle Group is to be rebranded Identity and become part of the independent agency.
The Smyle Group was acquired by The Human Network (THN), the parent company of independent agency Identity, last year. Smyle delivers live activations, digital and physical experiences and content for brands.
THN said the unification of the two agencies will see clients provided access to better value and enhanced creativity, expertise, and global delivery. The newly combined offering, under the Identity brand, will launch in November with THN claiming it will be one of the world’s most comprehensive independent agencies.
Smyle has created experiences for brands including Amazon, TikTok, Adobe and Salesforce, while Identity has a history of working on large-scale event management on projects including COP26, COP28, the King’s Coronation, and London’s New Year’s Eve celebrations.
The group’s specialist brands – gaming and e-sports agency NJ Live, content creation specialists Dreamlike Studio, employee experience agency Powered by Humans, and sporting event experts The Sports Presentation Company – will also be joining the new-look Identity.
“Both Identity and Smyle are performing exceptionally well in their own right,” said Identity CEO Michael Gietzen (pictured). “But the market is evolving, and clients expect more. With this unification, we’re combining talent, technology, and global reach to deliver more for clients, without compromise on cost or creativity. It’s about disrupting the expectation that scale means expense and showing that unification can unlock real value.”